Evaluation and measurement of brand messages


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Evaluation and measurement of brand messages

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Evaluation and measurement of brand messages

  1. 1. Evaluation and measurement of brand messages Evaluation:- Act of ascertaining or fixing the value or worth of Measurement:- The act or process of assigning numbers to phenomena according to a rule
  2. 2. Cont.    Measurable objectives enable companies to quantify the effectiveness of MC efforts. Objective met or not Accountability
  3. 3. Gap analysis  An analysis of the difference between what customer expect from a brand and what they actually experience
  4. 4. What should be evaluated :the costvalue factor      Risk Probability of success Cost and analysis(ROI) Avoid wrong choices Evaluation should measure only those things that can be change
  5. 5. What info already exists ?    Ex-public health organization several year ago. AIDS Focus across the united states to see what major question the average person had about this disease
  6. 6. When should evaluation be conducted ?   Market research into customer perception to determine Whether the brand’s position needs re enforcing , charging or repositioning
  7. 7. cont.    Concept testing :-measure the effectiveness of rough ideas that become brand and campaign themes Concurrent testing :-track the performance of message as they are run Evaluative testing :- to measure the performance of brand message against objectives at the conclusion of the program
  8. 8. The critical role of objectives     Meet the objective Sales and promotion Product performance ,pricing , distribution , and competition all impact sales ,share, and profit . Isolate the effectiveness of MC in brand awareness , brand knowledge and attitude change are measured.
  9. 9. Measuring objectives      Level of brand awareness and image Understanding and recall of brand info and knowledge The attitude change and preference (persuasion) Trial and repeat buying (behaviors) Development cust acquisition, retention and growth (RCM)
  10. 10. baselines     An imaginary line or standard by which things are measured or compared Awareness () Service line Brand user ship (during pre launch)
  11. 11. Measurement and evaluation methods  Concept testing , pre and post copy testing.
  12. 12. Media:-measuring message delivery    Did it run as scheduled Internet track services By Services monitoring adv.
  13. 13. Testing concepts and creative strategies  Wastage of advertisement 1.2.3.
  14. 14. Copy testing to predict communication effects   Ct can be used either while the brand message is in development or after it appears Ct can be used to evaluate several aspects of communication:- attention ,brand awareness and knowledge, emotional responses , and physiological responses
  15. 15. Attention   Tachistoscope , a device hat exposes a brand message briefly to participants so that researchers can measure long it takes for a certain message or element to be communicative. To evaluate several package designs
  16. 16. Brand awareness and knowledge    Recognition and recall Recognition:- is the act of identifying something and remembering that you saw or heard of it earlier Recall :-identifying a person you know within a crowd of people is recognition
  17. 17. Emotional responses   Emotional profile:-Selecting photographs of individuals with various emotional expression Likeability :- pre test measurement :-I hated and I loved message
  18. 18. Likeability factors       Relevance (personally meaningful) Believability , credibility ( convincing and true to life ) Interest (intriguing ,fascinating ,engaging) Enjoyment (entertaining , warm ) Familiarity (comfortable ) Surprise (pleasantly surprising )
  19. 19. Physiological responses    Neurologist Richard Restak ,” we have reason to doubt that full awareness of our motives , drives , and other mental activities may be possible “. The galvanic skin response test :- for lie detectors With eye pupil dilation and eye tracing
  20. 20. Tools used to measure persuasion    Theater tests (for local people ) Theater test with purchases :- for forced purchasing after the theater showing of a brand message . Adv of theater tests is that anima tics (rough video footage used in ad testing
  21. 21. Test marketing     Tm is a research design in which an mc campaign is run in two to four markets for anywhere from 6 to 12 months Problems of tm:1.it takes a long time 2. testing exposes new ideas to competitors market tests are expensive
  22. 22. Scanner market tests    A scanner market test is a tracking of a household’s purchase Shop purchasing card Short time frame to evaluate sales promotion offers
  23. 23. Tracking studies   Ts are periodic surveys that measure brand awareness , trial , repeat , and customer satisfaction with a brand and its competitors . Long term marketing communication and relationship building results .
  24. 24. Real time tracking     Who cares what customers were saying three or six months ago The internet is helping solve that problems because it allows almost instantaneous data reporting By internet can get immediate feed back emails
  25. 25. B2b measurement   B2b marketing communication budgets are not as large as the budgets for consumer brands , b2b companies generally do less copy and media evaluation . Advisory boards , customer evaluation forms , and surveys
  26. 26. Online measurement and evaluation  Data delivery with low cost
  27. 27. Online tests can measure the         Number who requested brand info No. who completed a customer profile Number who made complaints Types of peoples who visit the site Frequency of visits Number who participate in chat sessions No. and quality of website mention in the media and by other third parties Types and popularity of other sites that request to be linked to the company’s site
  28. 28. Online panels vs spam surveys     Quickly generate a large no. of responses , but it is difficult to know who responded 25% provide false data. Online research more difficult and costly to do. The most successful surveys invite people to participate
  29. 29. Cont.      Use respondent from a pre recruited panel . Ensure quick download Limit questionnaire length Make navigation effortless Limit contact frequency
  30. 30. Advantage and disadvantage       In a day collect N no. of response OSY are faster to prepare and distribute OSY survey can be quickly change when QN are found to be unclear or misleading Respondents can hide their identity Hide demographic area Hide competitor profile
  31. 31. Evaluating the IMC process      Processes are more important in IMC than in traditional marketing IMC requires more interaction with cust and other key stake holder More internal sharing of info cross functional planning Monitoring of brand relationship These above method can be control when periodically evaluated and monitoring
  32. 32. IMC ADUT  Organizational structure , the extant of understanding of MC objectives and strategies within the organization and the extent to which people agree with those objectives and strategies
  33. 33. Brand metrics        BM are measures of brand image and impact 1. brand recognition Overall awareness of the brand Understanding of the brand position Brand relevance – how impo and meaningful brand is Brand is delivering on what stakeholders value Brand preference – the level of cust purchase intent
  34. 34. Relationship metrics    Measurement of brand awareness recall , recognition , trial , and repeat purchases are diagnostics; that help why brand relationships weak and strong Direct measurement of brand relationship , called relationship metrics . Some companies feel that brand relationship can be evaluated by simply asking cust satisfaction
  35. 35. Life time customer value     what an average customer is worth in revenue By company the average amount they spend each year Net present value It can estimate how much to spend to acquire a new customer and how much to spend each year to retain current customers
  36. 36. LTCV quintile analysis   Somewhat similar to a customer profitability measure but with a longer term perspective 20% top group and bottom with lowest both
  37. 37. Recency ,frequency , monetary analysis  Those who bought yesterday they will buy tomorrow
  38. 38. Referral index   It possible to ask to new customer and motivate to them What customers are telling about your brand
  39. 39. Share of wallet    Most profitable customers , especially in packaged good categories , buy multiple brands The brand objective is to get an increasing percentage of these customer category purchases When the relationship metric is going to negative , think where I made mistake while sending message .
  40. 40. Benefit and limitation of evaluation    Reducing risks:-being creative means doing things differently , in a new ways , predicting results Difficulty when things are done in new ways If new creative strategies , media mixes , and brand message can be evaluated before
  41. 41. Enriching planning and managing   Without info about how a brand is performing Exp car speedometer
  42. 42. Providing controls     For Large brand to large need to control Communication Peoples Tracking studies and audits are important ways to control process
  43. 43. Documenting MC contributions  Sales and profit can not be measure directly , it is necessary to have surrogate measures that can be correlated to sales and profits
  44. 44. Limitations   Cost – cost for staff time along with payment to out side measurement services that operate facilities and equipment Time – evaluation takes time:-measurements of marketing communication efforts , customer competitors, publicity , promotional program
  45. 45. Validity and project ability    1. all measurement are done on samples of respondents 2. if companies try to save money by reducing sample sizes Exp heavy internet users
  46. 46. Reduced creativity   Measurement of brand and creative mindset of the customer Exp repetition of advertisement
  47. 47. Overdependence on research and numbers   Too much of a good things can be bad Exp calling to the customer n number of times
  48. 48. Thanks